It currently takes an average of 4.7 years to diagnose Sjögren’s syndrome, an autoimmune disease affecting as many as 4 million Americans. Nicox, working with the Sjögren’s Syndrome Foundation, set out to change that.
Sjögren’s syndrome often has early symptoms of dry eye, yet many eye care professionals didn’t believe that they were seeing undiagnosed Sjögren’s syndrome patients in their practices. The “Drying Sunflowers” campaign highlighted the problem in an emotional manner, showing initial, mild symptoms in the shape of an eye on the first flower and then the progression to a condition of full body dryness. The last flower mimics the body and captures the feeling of helplessness and pain.